The WesBank New Generation Awards celebrate bold, future-facing creativity in advertising and marketing across Africa. Lucky Hustle made a dazzling mark at the awards ceremony, clinching four major accolades for its campaign ‘Ringside Fitness: The Legacy of Ludumo Lamati’. Lucky Hustle’s wins highlight the agency’s ability to harness technology, creativity, and resourcefulness to deliver powerful campaigns that punch above their weight.
The wins included:
– Silver: Best Use of Technical Innovation.
– Gold: Best Use of AI.
– Gold: Best Low Budget Campaign.
– Black Onyx: New Generation Awards Small Agency of the Year.
The celebrated campaign, ‘Ringside Fitness: The Legacy of Ludumo Lamati,’ paid tribute to the South African boxer’s enduring legacy, blending storytelling with innovative digital tools to inspire audiences and connect them with the Ringside Fitness brand in fresh, dynamic ways.
‘These awards are more than just trophies – they’re a testament to the heart, hustle, and ingenuity that fuels everything we do,’ said Darren Morris, Lucky Hustle CEO. ‘Winning across categories that spotlight AI, technical innovation, and smart use of budget shows that great ideas can truly come from anywhere, and with any resources.’
In his heartwarming comeback story, former world boxing champion Ludumo ‘9mm’ Lamati’s legacy was under threat. Lucky Hustle had 20 days to ensure the gym’s doors stayed open.
‘For me, boxing was never just about winning fights — it was about showing people that no matter where you come from, your dreams are worth fighting for. If my journey inspires even one person to keep going, then my legacy lives on. I am so grateful for the Lucky Hustle team for partnering with me in keeping my legacy alive.’
The wins build on a growing wave of recognition for Lucky Hustle, coming on the heels of its CEO being named Rising Star (Agency Category) at the inaugural Mark Awards in August.
LUCKY HUSTLE
https://luckyhustle.co.za
